Water purifier industry will face reshuffle in 2015

At present, there are already more than 3,500 domestic water purifiers on the market, and a large number of companies are trying to enter the water purifier industry. At the same time, some cabinets, sanitary ware and home appliances industry brands also want to cross industry development. By 2015, domestic water purification The brand has exceeded 4,000.

In China's water purification industry, there are also companies that are subverting the industry. The water purifier industry has been developed in China for more than two decades and entered the 21st century. With the birth, growth and rise of a number of domestic and cross-industry brands, the water purification industry has attracted many investors, especially in the global economic crisis in 2008. In the outbreak, the water purification industry has become one of the few industries that have risen in contrarian directions.

According to the Yubo Zhiye Market Research Center, China has become one of the global water purification machine manufacturing centers in the development of the water purification industry for more than 10 years, but the water purifier market remains low. At present, the household penetration rate of household water purification equipment in China is still less than 5%, which is far behind the household penetration rate of 80%-95% in Europe, the United States, Japan and South Korea, but it also shows that China's water purification market has huge room for development.

It is understood that there are more than 4,000 water purification machine manufacturers in the country, and the majority of small and medium-sized water purification brands. Due to the low barriers to entry for enterprises in the water purification industry, the uneven quality of products, incomplete sales network and after-sales service systems, and other issues will seriously affect the long-term development of the company. In recent years, with the entry of a number of large brand groups, especially home appliance companies and even listed companies, such as Haier, Gree, TCL, etc., they rely on strong brand resources and strong capital base, which have a strong impact on the market, and It has brought far-reaching influence on the development of the industry. Some experts analyze that in the future, the clean water market may be reshuffled, and small and medium-sized brands will face difficulties in market competition.

The development potential of the water purifier industry is huge, but there are also messy chaos. At present, the relevant standards for water purifier products are relatively lacking, which has become a loophole in the development of the industry. Therefore, the friends who are committed to joining the water purification industry pay attention to the fact that the selection is very important. We must choose the regular and powerful manufacturers, choose the big brands, and specialize in the production of water purifiers, not the water purifier. According to the current development trend of rapid development of water purifiers, the industry will shuffle, and some non-regular manufacturers will soon be eliminated.

Due to the rapid development of China's economy, the consumption level has been raised, which has led to the development of the wooden door industry. Although the water purifier industry has been developing for more than 20 years, it has a large share in the domestic market and has a huge relationship with Japan, Europe and the United States. The gap, and the overall penetration rate of less than 5% of the development space, the water purifier market is considered to be another nugget holy land, attracting many companies have entered. The survival and development of small and medium sized water purifiers have encountered difficulties. At this stage, the "scrape survival mode" has been opened. So where do they come from?

First, to promote the brand, take the terminal; well-known marketing experts said that the future era is the era of the terminal is king, many of the brand's realization is through the terminal to achieve brand value, so our focus is to enhance the brand, increase its own The construction of terminal channels is particularly important. The promotion of service standardization strategy as an important starting point for the development of the brand, to standardize the maintenance of product quality and safety, standardization to enhance the product's brand level and added value.

Secondly, technological innovation and environmental protection innovation are an eternal theme in modern society. The environmental protection innovations in ceramic tile mainly refer to the environmental protection effect of ceramic tile production technology, and energy-saving and emission reduction treatment of waste residue, such as: Jinhuan Ceramics uses ceramic tile products made of rare earth tail, Lehua ceramics and other water seepage bricks produced for water conservation in the urban environment, and many ceramic enterprises such as Oushenuo, Hongyu and Mona Lisa ceramics use light-weight thermal insulation exterior wall tiles and sound-absorbing and noise-proof ceramic tiles for polishing brick waste. These products have Not only does the waste residue be treated, but the product also has very good environmental characteristics, and it also achieves quality and functional innovation.

Third, precision marketing, first positioning, then precision, innovative marketing model, water purifier manufacturers to choose their own target consumer market, and then tailored to meet the needs of target consumer products, this is the so-called market positioning and products Positioning; targeting the target market (focus on the three or four markets, including towns and towns), carry out accurate channel construction and brand promotion, step by step, and gradually expand its own brand base.

Fourth, to reduce costs, establish an effective marketing system and performance appraisal system, and promote the effectiveness and adaptability of various systems in the sales process.

From the forecast report of the development prospects of China water purifier industry, it is known that the water purifier industry in China will face a major reshuffle in recent years. Some small water purifiers face the innovation of product quality, production line, production skills and water purification technology of water purifiers. Aspects and other market competitiveness will be difficult to sustain. With the improvement of water purifier industry standards and systems, some unlicensed and unlicensed water purifier brands and planners will face shanzhai luck, or no place to stay.